Executive summary

Byblos Bank’s Makers account was struggling. This account is made for people aged 18 to 24 years old, an age group that is sceptical about the state of the country and determined to leave as soon as they finish university. The account was launched to capture people at a young age and convert them to long-term clients for the bank, but how could we do that when most of them were leaving the country?

Byblos Bank needed to reassure and inspire them to believe that they can make it here. The bank launched an inspirational campaign with a category first. Three documentaries about elderlies who enjoyed their ‘small victories’ in life, together with the biggest series of experiences ever offered by a bank, got Byblos Bank to have the highest engagements and number of new accounts in two years.

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